For this month’s instalment of our Meet the Team series, we sat down with Michael McCaffrey. During his recent visit to our Winnipeg office, we chatted about all things digital marketing. Continue reading to find why we've coined him a “marketing unicorn”.
How long have you been at Show and Tell for?
I started in 2013, but it’s kind of a long story. In 2016 I started my own e-commerce business and did my own marketing and sales consulting. In 2018 I re-started part-time with the agency. Today, I’m still technically an independent contractor but I am essentially full-time.
Tell us about your role and what it entails?
That’s a good question…maybe someday someone will tell me.
It’s changed a lot. From consulting with the sales team, to developing processes and frameworks for that team. I also wear a lot of hats on the digital team. Generally, I’m on the marketing and strategy side of things, mixed in with a lot of different execution and reporting.
What drew you to a career in marketing, and how did you start your journey?
I took many things in university, but marketing was my major. After university, I went into a sales role in commercial lending where I learned the basics of selling, but it wasn't the best fit for me.
I randomly met Marty at the Winnipeg Winter Club playing hockey and I casually asked him what he does for work. He mentioned he owned a marketing agency (then known as Sherpa Marketing) so as a joke, I asked, “Are you hiring?” and he replied, “Yes, actually!” We went out for lunch, and the rest is history!
We know you’re an adventure seeker (check out @ourdoorearthlings on YouTube) so tell us, what has been your favourite adventure so far?
Oh my god... probably Mount Assiniboine [2 hours southwest of Calgary]. We helicoptered in and stayed at the top, did some day hikes plus a sunrise hike where we got to the peak just as it rose. Honestly, it's probably the best view I've seen in my life*. There are these big mountains that overlook a lake, and it was honestly just the best experience. I am a HUGE sunrise person, and I always try to check out a good sunrise whenever I can.
I was with my wife, Kaila, and a few friends which was really nice.
*Editor's note: He says it was medium difficulty – should we go?
Speaking of adventure – do you have an adventure partner? – tell us!
Koda! She’s almost 12 and oh man, she’s a very good sport. And the funny thing about her is she likes to be close, but not too close. Like if I snuggle her, she growls and, in the tent, she's leaned up against the wall – but on the hike she's never farther than 20 feet away.
You’ve been coined our marketing unicorn – can you elaborate on that?
Right. Yes. I’m both creative and analytical. I think in marketing you need good ideas with data-driven insights. I love coming up with good ideas when I’m diving into data. I’m a systems guys for sure. To me, a good idea doesn’t come from a brainstorm session – it comes from a good systematic ideation with steps to lead you to think creatively.
In the office you’re known for making a Loom video – or several. Why do you recommend others use Loom?
Loom is a game-changer for sure. I discovered it through working with Dan Martell (entrepreneur, bestselling author and coach) and it was part of our tech suite there. I use it for demonstrating or for quick walk-throughs. It helps in an environment where we’re not directly connected to our audience. Plus, sometimes it’s helpful to put your thoughts together and send it to someone else to watch on their own time – at 2x speed.
It’s also a huge time saver and an efficient way of communicating. It’s not the only way to communicate, but it definitely has its place.
What has been your favourite ad campaign in recent years – why?
Ask KSA – it was a cool campaign we did with a Winnipeg-based entrepreneur. The concept was to help accountants navigate changing regulations.
It started out with her asking us, “What should I do?” and it turned into so much more. We built their whole funnel from ads, to content, to account-based marketing... we even helped them convert clients through their webinar
What made it special was that it was a real partnership: we worked so well together and helped her achieve some great results.
You’re part of our remote team: tell us about what’s going on... wherever you currently are? In BC?
I was in Ontario, but right now I'm in Winnipeg for a few days for a client meeting. Then I'm headed straight to Arizona. I have a place in BC that is my permanent residence but I’m probably there the least. You can usually find me either in Arizona or at my cabin in Kenora, Ontario.
Speaking of bouncing around – what are your top restaurant recommendations?
Vancouver: Down To Earth Cafe (D2E). One of those places where everything on the menu sounds (and is) amazing
Kenora: Kurry - Indian place. Get the Manchurian. Game changer!
Winnipeg: Thyme & Books Cafe. I can't help but go here on my way out of town every time I'm in Wpg. All their pastries, drinks and food are SOOO good!
Phoenix: UNiQ Burger. Best burger I've ever had. Greasy, cheesy, amazing texture; slightly spicy. In-house made vegan patties, cheez, bun, sauce!
Editor’s note: If we get enough remote recommendations maybe S&T will send us on a food tour.
What’s your remote office ick?
My biggest one, and one of the biggest reasons I spend the least time in BC, is because our home is so small and my wife and I both work from home... sometimes I hear her talking while I’m presenting to a client.
So.... So... thin walls, maxed PC volume, and using outdoor voices inside.
What’s something that your coworkers may not know about you?
I have so many things…
Well – I’m an avid learner. A few years ago, I delved into quantum physics and now I’ve been diving really deep into nutrition science. I read different studies for fun and keep track of everything I learn. [Michael whips out a 60-page Google doc with 200+ studies he's read, categorizing research on different health and nutrition topics]
There’s just so much information out there and it's so important to get the facts!
What is your favourite ad medium? (traditional media, social, print, etc.)
I feel like the best is just something where killer content wins out. If I'm on TikTok and watch a video and halfway through I realize it’s sponsored... To me, it doesn't matter where it is, the format that’s the best is where I get immersed in it because I'm interested in it.
So, in my own work that’s my favourite thing – building creative ads that don’t feel like ads and people can really enjoy.
We know you have many hobbies – Kiss, Marry, Kill: Pickleball, Chess, and Hiking.
*Belly laughs*
Kill – Pickleball. That’s easy.
Kiss – Chess. It’s like a de-stress, unwind sort of hobby.
Marry – Outdoors is with me for life, so I have to marry it.
In your opinion, what is the going to be next big wave of marketing?
The obvious answer is AI. It’s this battle between personalization from AI and the shrinking of data that's available to marketers due to privacy. One thing is shrinking, and another is emerging, and we’re just scratching the surface of where this will go so let's all bow to our AI overlords.
What advice would you give to someone new at the agency?
I would say – think about the kinds of things that you like to do and the kinds of things that you want to build your career into and tell those specifically to your leader. One thing S&T does extremely well is let people shine their light, but you can only shine your light if you are upfront about what your light is.
Editor’s note: That’s deep.
And there you have it – a glimpse into who Michael McCaffrey is. Who should we chat with next?